The economic boom has sparked job opportunities galore for entrepreneurial PR practitioners. But the bottom line in today's market is this: If you want the plum jobs, you've
gotta know how to read a balance sheet. Ben Long, president of Travaille Executive Search, offered this and other insights into the current job market at a PRSA workshop held in
Washington D.C. last week. Here's more skinny on what today's employers are looking for:
Needle Movers. Offer proof that you can use PR to translate corporate goals into profitability, and you're golden. For associations (where dollar profits are not the
goal) outcomes may be measured in terms of membership increases, sales of ancillary products, or heightened attendance at meetings or seminars, Long said. "It's important to be
able to quantify the impact you've had in your previous organization."
Backstage heroes. Top PR counselors who serve as close advisors to the CEO and other members of senior management are in demand. Talents should include writing
speeches, developing message strategy or conducting media training, Long said. "If you make top management look good, it raises the credibility of PR."
Texperts. "You never want to be seen as yesterday's tech," Long said. Know the latest technology used for Internet PR and polling. Enter the equation armed with ways to
help the organization grow. Push the envelope, but don't threaten to disrupt the culture at its core.
Deal Closers. Most employers don't know how to close in on a good candidate, Long said. "They'll narrow it down to two or three candidates and then sit there. The
individual who can get them to close is the person who gets the job." Be up front about where you stand in your search process and whether or not you're entertaining offers from
other employers.
(Long at Travaille, 202/463-6342, travaille@lazer-net)